BR 3 Exploratory Research

Click to edit Master title style
MGT3940:
Business Research Methodology
Chapter 7
Qualitative Research Tools
ASST.PROF.DR. NUCHAREE SUPATN

Qualitative Approaches to Exploratory Research
• Qualitative Data
– Data that are not characterized by numbers
but rater are textual, visual, or oral
• Focus is on stories, visual portrayals, meaningful
characterizations, interpretations, and other
expressive descriptions.
• Quantitative data
– Represent phenomena by assigning
numbers in an ordered and meaningful way.
MGT 3940 Business Research Methodology Asst. Prof Dr. Nucharee Supatn
What is Qualitative Research?
• Qualitative Research
– Research that addresses business objectives
through techniques that allow the researcher to
provide elaborate interpretations of business
phenomena without depending on numerical
measurement; its focus is on discovering true
inner meanings and new insights.
– Researcher must extract meaning from
unstructured responses such as text from a
recorded interview or some experience.
Qualitative Research Orientations
• Major Orientations of Qualitative Research

– Phenomenology—originating in philosophy and
psychology
– Ethnography—originating in anthropology
– Grounded theory—originating in sociology
– Case studies—originating in psychology and in
business research
– Exploratory Research
Flowchart of the Business Research
Problem
Stage I: Selection of
discovery sample design
Problem Discovery
and Definition Stage III:
Sampling
Selection of
exploratory research Probability Non -
techniques
Stage IV: Probability
Data gathering
Secondary Pilot Experience Case Collection

Data Study Survey Study of data
SQ Stage V; Editing &

Problem Definition
PQ Price Data Processing
statement of research objectives and Analysis
Coding
Brand
Image
Data
Stage II: Selection of Processing

Research Design basic research
method Stage VI:
Conclusion Interpretation
and Report of findings
Survey Experiment Observation Secondary
Interview Questionnaire Laboratory Field data Study Report
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Exploratory edit Master title style
• Initial research conducted to clarify and define the

nature of a problem
• Does not provide conclusive evidence
Main objectives of the Exploratory Research

 Diagnose a situation
 Screening of alternatives
 Discover new ideas
 Concept Testing-- tests some sort of stimulus as a proxy for an
idea about a new, revised, or repositioned product
Idea Generation
• Concept Testing
– A frequently performed type of exploratory
research representing many similar research
procedures all having the same purpose: to screen
new, revised, or repositioned ideas.
• Allows an initial evaluation prior to the commitment of any
additional research and development, manufacturing, or
other company resources.
• Works best when it not only identifies ideas with potential
and points out critical flaws, but it can also lead to
important refinements.
Click to
Categories of edit MasterResearch
Exploratory title style
• Secondary Data
– Data collected for a purpose other than the project
at hand
– Quick source for background information
– Literature review
• Experience Surveys
– Asking knowledgeable individuals about a
particular research problem
– Most subjects are quite willing to participate.
Click to
Categories of edit MasterResearch
• Case Study Method

– Intensely investigates one or a few
situations similar to the problem
• Investigate in-depth
• Careful study
• May require cooperation
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Categories of edit Master Research
• Pilot study
– Conversation
– Depth interview
– Focus group interview
– Electronic focus group interview
– Projective technique
• Free Association
• Word Association
• Sentence Completion
• TAT
• Picture Frustration Test
Interviews
• Conversations
– An informal qualitative data-gathering approach in
which the researcher engages a respondent in a
discussion of the relevant subject matter.
• Semi-structured Interviews
– Written form and ask respondents for short essay
responses to specific open-ended questions.
– Advantages
– An ability to address more specific issues.
– Responses are easier to interpret.
– Without the presence of an interviewer, semi-structured
interviews can be relatively cost effective.
Interviews
• Depth Interview
– A one-on-one interview between a professional
researcher and a research respondent conducted
about some relevant business or social topic.
• Laddering
– A particular approach to probing asking
respondents to compare differences between
things (such as brands) at different levels that
produces distinctions at the attribute level, the
benefit level, and the value, or motivation level.
WhatClick to edit
is a Focus Master
Group title style
Interview?
An unstructured, free-flowing interview with a small group

of around six to ten people led by a moderator who
encourages dialogue among respondents.
– Unstructured
– Free flowing
– Group interview
– Start with a broad topic and focus in on specific issues
– Group Composition
– 6 to 10 people
– Relatively homogeneous
– Similar lifestyles and experiences
The Click
Focus toGroup
edit Master title style
Setting
• Moderator
– A person who leads a focus group interview and
insures that everyone gets a chance to speak and
contribute to the discussion.
– Qualities of a Good Moderator:
• Must develop rapport with the group to promote interaction
among all participants.
• Must be a good listener.
• Must try not to interject his or her own opinions.
• Must be able to control discussion without being
overbearing.
• Discussion Guides
• Debriefing statement
Discussion
Click to edit Guide
MasterExample:
title style
Starbucks Project
• How would you describe Starbucks?
• How are Starbucks different from other coffee shop?
• What is the key important factor that make you
choose Starbucks? How?
• In your opinion, what is the best attribute of
Starbucks?
• What are your main reasons to spend your time at
Starbucks?
• How do you feel with Starbucks’ atmosphere?
Click to edit Master
Focus Group Advantagestitle style
1. Relatively fast
2. Easy to execute
3. Allow respondents to piggyback off each other’s
ideas
4. Provide multiple perspectives
5. Flexibility to allow more detailed descriptions
6. High degree of scrutiny (check-recheck ideas among
participants)
Click
Focus to edit
Groups Master title style
Disadvantages
1. Require objective, sensitive, and effective

moderators.
2. May have unique sampling problems.
3. May not be useful for discussing sensitive topics
in face-to-face situations.
4. Cost a considerable amount of money,
particularly when they are not conducted by
someone employed by the company desiring the
focus group.
Click to techniques
Projective edit Master title style
• Free-Association Techniques
– Record respondents’ first (top-of-mind) cognitive
reactions to some stimulus.
– Allow researchers to map a respondent’s thoughts
or memory.
• Word Association
• Sentence Completion
• People who drink beer are __________________
• A man who drinks light beer is _______________
• Imported beer is most liked by _______________
• A woman will drink beer when _______________
Click to edit Master
Projective techniques title style
• Thematic Apperception Test (TAT)

– Presents subjects with an ambiguous picture(s) in
which consumers and products are the center of
attention; the investigator asks the subject to tell
what is happening in the picture(s) now and what
might happen next.
• Picture Frustration
– A version of the TAT using a cartoon drawing in
which the respondent suggests a dialogue in
which the characters might engage.
Click
Picture to edit Master
Frustration title
Version of TATstyle
Click to editStage
Research Problem
I: Problem
Master Discovery
title style
Literature Reviews
Exploratory Research
Research Questions
Research Objectives
List of Hypothesis

BR 3 Exploratory Research

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ASST.PROF.DR. NUCHAREE SUPATN

• Major Orientations of Qualitative Research

Secondary Pilot Experience Case Collection

SQ Stage V; Editing &

Stage II: Selection of Processing

• Initial research conducted to clarify and define the

Main objectives of the Exploratory Research

• Case Study Method

An unstructured, free-flowing interview with a small group

1. Require objective, sensitive, and effective

• Thematic Apperception Test (TAT)

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